Is wordsmithing passé in this experiential age?

I have accepted that proofreading has been devalued almost out of existence. I mourn its passing, but clearly spelling, grammar and punctuation are not the details that our culture, and this industry, choose to fret over any more. As long as its close enough that you get the idea, that’s sufficient.

But what about that careful crafting of language that we used to call “wordsmithing”?

As everything continues to accelerate, one of the tradeoffs we seem to be making in the pursuit of immediacy, freshness and so forth, is the thoughtful, well-considered construction of our communications. The idea itself, however germinally or sloppily expressed, has become more important than the most powerful or evocative articulation of the idea. When we have an idea, the task is now to express the idea as quickly as we can, in the first passably acceptable way that we can find. We settle for coherence, seldom holding out for finesse, nuance, dare I say, perfection.

Example: Those of you who call yourselves copywriters out there, when you write a headline, a banner ad, or some other one line articulation of your client’s message, once you come up with the idea, how much time do you spend on getting the exact articulation of your thought just right? Days? Hours? Minutes? Do you force yourself to write down two hundred, or even two dozen, variations in the quest to find the most compelling set of words? Or do you go with the first one that seems pretty good?

I know I’m guilty of caving into the pressures of time that have contributed to the erosion of wordsmithing. Where I once would have spent a full day sweating over a short paragraph of copy, I now spend, at most, half that amount of time. I’d like to think it’s because I’ve gotten better at my craft and work more efficiently these days. But, while that may be true, it’s just as true that I simply don’t work as hard, or as long, at the wordsmithing thing as I once did. No value is placed on my doing so, except by me, and I’m easily talked out of bothering, because I am a slug.

The ubiquity of email, text messaging and blogs has contributed mightily to this decline. It’s all about getting it down and getting it off to the recipient, rather than getting it just right.

Here’s another factor I’ve identified that I think is contributing to the waning of wordsmithing. As clients and agencies demand ideas of an interactive/engaging/experiential nature, the pressure is to come up with “experiential hooks”, which don’t demand such carefully crafted articulation. The heat is off, wordsmithing-wise. It is less the job of the words themselves to engage, involve, grab attention, and more the job of the experiential device.

This is an inevitable consequence of advertising’s shift to the interactive world of the web, and away from the more passive media—TV, radio, print.

For those of us who are better at words than experientials, it is a worrisome shift.

91 comments:

Dick Margulis said...

I think you've hit on an important cultural change (and as a book editor, I can confirm that it's pervasive). But you're looking at the back end of the problem--the effect--rather than the cause, which is the rise of the MBA as the god of American business.

Two things are going on here. First, in the decades since World War II, we've transitioned from a nation of citizens to a nation of consumers (and your industry can take some of the blame for that). The consistent theme in this movement has been the infantilization of the public--pandering to the immature desires of the perpetual adolescent. And the social structures that mediate our perpetual adolescence arose from the ubiquitous military culture of World War II. That's the experience that shaped management science, and it's the reason for the dramatic increase in the percentage of kids who go from high school to college to a corporate job and marriage, kids, and a house in the burbs--never having the opportunity to actually grow up, as their grandparents did.

Second, the financialization of the economy--the worship by the speculators who have taken over the securities markets of short-term financial performance over long-term value building--has enhanced the power of professional managers to cut costs by dropping any activity that can't be proved to increase short-term profits. And trust me, attending to the quality of your prose cannot be proved to increase short-term profits.

Jim Morris said...

Mr. Margulis,

Thanks for chiming in. I have no doubt that the underlying causes you touch on have a lot to do with things like the decline in attention to language and such. I'm not sure I agree with your contention that there is a movement responsible (or to be blamed for)the infantilization of the public. Sounds very "Adbustery." I'm more inclined to assume that the public is and has always been plenty infantile to begin with, and the consumer movement, or whatever you want to call it, especially the advertising industry, is simply tapping into (you call it pandering to) these "immature desires."

In any case, your comment was refreshing, provocative and smarter than I am. I appreciate that you shared your point of view here.

Now for the self-serving part of my response to your response. I was unable to locate your email address
If you happen to read this, please contact me at jim@communicaterer.com. I have questions regarding a separate matter. Thanks again.

gorgeoux said...
This comment has been removed by the author.
gorgeoux said...

Passe, perhaps not, yet I could be in denial. Struggling, definitely. It is entirely on our shoulders to decide which client would buy it, and how to best sell it; if. Opportunities are rare because the norm today is fastest, not best, and this constant acceleration is not a consequence of the online society alone; we simply live like that, all of us, clients and agencies, all the time.

I am guilty myself of not working as hard as before, sometimes. I am wondering whether I'll lose this skill unless putting it to work more often. I'm also wondering whether I should keep using it in case the wheel turns and this specialisation is in demand again. Was it ever, though? Were clients aware of it, and paying for it?

Years ago, while working in an agency, we were in the process of hiring a junior for myself. The one I chose (for all the other skills) couldn't write to save her life. The management just shook their heads, disappointed with both of us, yet allowed the team to happen for lack of better options. Imagine, we were in a hurry :)

In the following (many) months, on our own time mostly, I taught her to write, to enjoy it, to obsess over words and paragraphs, to proofread, all that jazz. Today, she can't make her new colleagues see the value of her craft. Today, that agency doesn't expect juniors to write from day one anymore. Today, that agency doesn't teach them, either.

It takes two to tango, as usual.

P.S. My own proofreading skills imposed a repost. Oh, dear!

P.P.S. She spotted this post and alerted me. Not all is lost :)

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